I am often asked, “Where are additional opportunities for growth in the sneaker business?” This post will explore those topics.

Walking

According to my analysis of the data from SportsOneSource, the walking shoe business in the US at retail was about $300 million at retail in 2013 and grew in the low teens. Sales for 2014 so far are up in the low teens.

Skechers had 50.8% share of the US retail walking shoe market in 2013, New Balance, 27.5%, Avia, 4.2% and Nike, a paltry 3.8%. Walking is one of the few categories that Nike does not dominate.

Skechers walking sales tripled in 2013, driven by the white hot GoWalk franchise. Sales for 2014 are up by nearly half. Skecher’s success in walking should be a lesson for other brands.

As baby boomers age, many will have to give up running or other more strenuous activities for less impactful recreation like Walking. Skechers has proved that there is a broad market for this activity.

The SFIA states that there are 117 million Americans who are walking for fitness. That represents a third of the nation and is nearly double the number of Runners.

Walking as a physical activity is often associated with blue haired mall walkers. The brand that figures out how to make walking young and fun (at least in sprit) will have a field day.